Relativity - In Pricing

You may have learned this line somewhere along the way in English class.

O, what a tangled web we weave when first we practise to deceive!
Sir Walter Scott

It turns out, it doesn't hold in retail sales.  Shoppers seem to prefer dishonesty in the pricing approach!  They want to get good deals, even when it really is no deal at all.  The linked piece explains this and makes for a good read.

We Forget That Everything Is Relative - Behavioral Scientist via kwout